A metric-driven, deeply data-driven, closed-loop marketing approach that yields measurable and predictable results,
when combined with an Integrated Online Presence, uniquely defines OnlineMatters approach to online marketing.
These two critical elements yield powerful, holistic marketing programs that deliver key messages and offers to your most important
prospects and customers in the most cost effective manner, measurably and predictably.
We have several core concepts that guide our philosophy around web analytics:
- There are no standard web metrics. Every business is different. If you measure your results by the
same metrics as your competitors, you will end up doing what they do and have no strategic competitive advantage.
You and your business have unique strengths, weaknesses, threats, and opportunities. We develop custom web metrics for your online marketing
programs that measure those actions you must perfect to beat your competition, not to imitate them.
- Averages are evil. This is one of our favorite sayings. You cannot build a dominating online marketing program
by looking at averages. An average conversion rate or click through rate is meaningless from the perspective of improving a
closed-loop marketing program. What matters is conversion rate by individual keyword or by lead source; click-through rates from each
element on a landing page, not just from the landing page; or other metrics cross-tabulated with factors like geography,
time of day, company, or industry. OnlineMatters approach to web analytics is manic -- we work with almost every web analytics
package available to cut the data in numerous ways. We wrestle with volumes of numbers to find those nuggets that can make you a dominant
competitor instead of an also-ran.
- Anything that works is infinitely scalable. In the online world, speed of learning is everything.
Numerous small parallel experiments run and measured quickly are far more powerful than monolithic marketing programs.
OnlineMatters approach maximizes the return on your online marketing programs and the speed at which you can adapt, while minimizing the
risk to your bottom line.
|
